In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.
This book is ESSENTIAL READING!
WHY?
Because:
* It is illustrated with examples of successful sponsorship, cause and other emotion-related marketing programmes from around the world including Coca-Cola and Hyundai's sponsorship of the 2002 Soccer World Cup, Shell Ferrari F1, HSBC Global Education Challenge, Mastercard Major League Baseball, Flora London Marathon, Guinness Rugby World Cup, Proudly South African and Laureus
* Includes "leading thoughts" from the some of the worlds leading Passion Branders: Coca-Cola, Mastercard, Diageo, Unilever, IOC, FIFA, Laureus, Octagon, Red Mandarin, Momentum and Velocity
* It provides marketers with the tools and insights to persuade their boards that the huge spending commitment involved in sponsorship is worthwhile
* It includes the latest thinking vis-à-vis sponsorship's role as a brand-building and multi-faceted marketing tool
* It provides the important measurement tools of the return on investment and valuation methodologies including Octagon South Africa and Nota Bene's evalu8
"...the book contains examples of successful sponsorship programs...this is a useful book..." (Sponsorship News, September 2003)
"... advocates sponsorship and cause-related marketing as a way of associating emotions with a brand and eventually turning customer passion into profits...." (Gulf Business, January 2004)
